New Reconciliation Push in 2007

Reconciliation Australia launches new ad campaign

Joel Gibson SMH

May 10, 2007
Reconciliation Australia has launched a new advertising campaign aimed at recapturing the emotion and momentum of 2000 when 250,000 people marched across the Sydney Harbour Bridge to break down barriers between black and white.

Created by the advertising agency Saatchi & Saatchi, it stars a range of celebrities including pop singer Missy Higgins, AFL player Michael O'Loughlin and actors Michael Caton and Leah Purcell.

The message, delivered by each of the famous faces, is that "Reconciliation is a story about all of us and it's a lot bigger than this ad".

They then direct the audience to the new reconcile.org.au website, which features messages from the likes of ABC Sydney's radio jock Adam Spencer, Olympic champion runner Cathy Freeman, Channel Seven quizmaster Andrew O'Keefe and South Sydney rugby league player Dean Widders.A spokeswoman for Reconciliation Australia said this campaign was designed to "start a new conversation".

"Reconciliation is about all Australians and it's not going to change unless everyone gets involved," she said.

Asked why the issue had become less front-and-centre, she said the environment had changed.

"People needed some time to digest what was happening in the late '90s to 2001. It hasn't died off, but it's perhaps not as public as it was."

She said the ANZ Bank's Reconciliation Action Plan and the Productivity Commission's setting of benchmarks and measures for indigenous people's involvement in the economy were examples of recent achievements.

The advertising agency and performers had all waived their fees for the campaign and all three commercial networks - Seven, Nine and Ten - have agreed to give free air time to the slots, she said.

Video of the TV ads and posters available at http://www.reconcile.org.au/media